Search Results - subject_exact:"Vergleichende Werbung"

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The power of the unspoken : how brands implicitly reference specific brands in indirect comparative advertising

Kauz, Janina Rebecca; Gollnhofer, Johanna - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015666155

The vividness effect on indirect comparative advertising response

Petrovici, Dan A.; Golden, Linda L.; Laroche, Michele; … - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015333804

The sleeper effect of comparative advertising in oligopolistic markets

Amir, Rabah; Machowska, Dominika; Nowakowski, Andrzej - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015556624

Visualization analysis of the research status, hotspots, and trends of legitimacy recognition of comparative advertising (1993-2023)

Cai, Wen-xi; Xiang, Bo - 2024

The legitimacy recognition of comparative advertising is closely related to the production enthusiasm of operators and the protection of the rights and interests of consumers, and thus become an important factor that may affect market competition fairness and social sustainable development....

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014524890

Disclosure of product information after price competition

Hee Yeul Woo - 2024

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015433196

Legal Implications of Comparative Advertisement

Raj, Prithivi; S. Noorani, Murtaza - 2023

The issue of legality of comparative advertising has given rise to numerous debates. The reason lies in the fact that basically a comparative advertisement is likely to give more information than a usual advertisement and there may be likely abuse or it may be beneficial to the consumers. In...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014360269

The effects of brand positioning (underdog vs top dog) and comparative advertising

Lee, Hsiang-Ming; Hsu, Ya-Hui; Chen, Tsai; Lo, Wei-Yuan; … - 2024

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015056880

Quality disclosure and comparative advertisement

Sung, Yeolyong - 2011

Persistent link: https://ebvufind01.dmz1.zbw.eu/10009408652

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Quality Disclosure and Comparative Advertisement

Sung, Yeolyong - 2022

Book / Working Paper

Strategic incentives for comparative advertising investments in non-zero-sum competition and economic consequences

Yenipazarli, Arda - 2024

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014456466

A practical analysis of comparative advertising

Woźna-Burdziak, Weronika - 2021

Persistent link: https://ebvufind01.dmz1.zbw.eu/10012806250

A review of comparative advertising research 1975-2018 : thematic and citation analyses

Barrio-García, Salvador del; Muñoz-Leiva, Francisco; … - 2020

Persistent link: https://ebvufind01.dmz1.zbw.eu/10012417320

Comparative Advertising, Disparagement and Trademark Infringement : An Interface

Suleman, Saadiya - 2018

Advertising pervades society and has become a persuasive force working on collective mentality of the public affecting their behaviour. Advertisements create brand image and reinforce it time and again. Traditionally, advertisers sought to present their goods and services in the most favourable...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10012940364

Trademarks, comparative advertising, and product imitations : an untold story of law and economics

Dornis, Tim W.; Wein, Thomas - 2016

Comparative advertising is a daily phenomenon in the modern landscape of commercial communication. Interestingly, however, a deep dichotomy exists between the American legal doctrine on comparative advertising and its European counterpart. Whereas American lawyers have cultivated a rather...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10011538186

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Trademarks, Comparative Advertising, and Product Imitations : An Untold Story of Law and Economics

Dornis, Tim W. - 2017

Book / Working Paper

Will direct comparative advertising works for a leading brand? : a study of the honey market

Srivastava, R. K. - 2020

Persistent link: https://ebvufind01.dmz1.zbw.eu/10012251000

Non-comparative and comparative advertising in oligopolistic markets

Alipranti, Maria; Mitrokostas, Evangelos; Petrakēs, … - 2016

We study firms' advertising strategies in an oligopolistic market in which both non-comparative and comparative advertising are present. We show that in equilibrium firms mix over the two types of advertising, with the intensity of comparative advertising exceeding that of non-comparative...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10011552293

Exploring the impact of affect on the effectiveness of comparative versus non-comparative advertisements

Wu, Linwan; Wen, Taylor Jing - 2019

Persistent link: https://ebvufind01.dmz1.zbw.eu/10012200244

The effectiveness of comparative advertising in the US automobile market influenced by consumer ethnocentrism, industry-specific personal characteristics, and foreign versus domestic brand ownership

Neese, William T.; Foxx, William; Eppler, Dianne B. - 2019

Persistent link: https://ebvufind01.dmz1.zbw.eu/10012257887

Push-me pull-you : comparative advertising in the OTC analgesics industry

Anderson, Simon P.; Ciliberto, Federico; Liaukonyte, Jura; … - 2016

Persistent link: https://ebvufind01.dmz1.zbw.eu/10011665458

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Push-Me Pull-You : Comparative Advertising in the OTC Analgesics Industry

Anderson, Simon P. - 2015

Book / Working Paper

Push-me pull-you : comparative advertising in the OTC analgesics industry

Anderson, Simon P.; Ciliberto, Federico; Liaukonyte, Jura; … - 2015

We derive equilibrium incentives to use comparative advertising that pushes up own brand perception and pulls down the brand image of targeted rivals. Data on content and spending for all TV advertisements in OTC analgesics enable us to construct matrices of dollar rival targeting and estimate...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10011286486

Vergleichende Werbung : Effekte der Konkretheit des Vergleichs und verschiedener Produktmerkmale als Vergleichsbasis auf Konsumentenreaktionen : eine empirische Analyse

Heinzle, Priska - 2019

Persistent link: https://ebvufind01.dmz1.zbw.eu/10012170899

Salience and health campaigns

Dertwinkel-Kalt, Markus - 2016

Persistent link: https://ebvufind01.dmz1.zbw.eu/10011537306

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Salience and health campaigns

Dertwinkel-Kalt, Markus - 2015

Book / Working Paper

Positive versus negative comparison in advertisements : the affect priming perspective

Wu, Linwan; Wen, Taylor Jing - 2019

Persistent link: https://ebvufind01.dmz1.zbw.eu/10012179087

Comparative Advertising in India

chhabra, medha - 2014

The article explains the meaning of comparative advertising as an advertising that compares one product or service with another or that states that one product works with or is compatible with another. The laws which govern this subject i.e. The Monopolies and Restrictive Trade Practices, 1984...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10013069466

Comparative Advertising : The Ifs and Buts in Indian Law

Ezhumavil, Sunitha - 2018

Comparative advertising is a marketing strategy that can be hostile to consumer rights, if not regulated properly. In India, it is a concept governed by many statutory provisions under various legislations. Consumer Protection Act, 1986, Trademarks Act, 1999, etc. are some of them. Indian...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10012909552

Why are there cross-national differences in response to comparative advertising? : some mediators

Kim, Soojung; Jeong, Se-Hoon; Hwang, Yoori - 2018

Persistent link: https://ebvufind01.dmz1.zbw.eu/10011914751

Trademark rights, comparative advertising, and "perfume comparison lists" : an untold story of law and economics

Dornis, Tim W.; Wein, Thomas - 2014

Regarding trademarks, the EU and US regulate comparative advertising differently. One particular matter of significant difference is whether or not competitors are allowed to say they offer an imitation or replica of a trademarked product. In the US, competitors may claim equality of their...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10010440765

Marketing Communication Drivers of Adoption Timing of a New E-Service Among Existing Customers

Prins, R. - 2013

The study investigates the effects of direct and mass marketing communications on the adoption timing of a new e-service among existing customers. The mass marketing communications concern both specific new service advertising and brand advertising from both the focal supplier and competitors....

Persistent link: https://ebvufind01.dmz1.zbw.eu/10012753392

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Marketing Communication Drivers of Adoption Timing of a New E-Service Among Existing Customers

Prins, R.; Verhoef, P.C - 2013

Book / Working Paper

The impact of competitiveness on consumer responses to comparative advertisements

Yucel-Aybat, Ozge; Kramer, Thomas - 2018

Persistent link: https://ebvufind01.dmz1.zbw.eu/10011876125

Comparative advertising for goods versus services : effects of different types of product attributes through consumer reactance and activation on consumer response

Bambauer-Sachse, Silke; Heinzle, Priska - 2018

Persistent link: https://ebvufind01.dmz1.zbw.eu/10011904328

Comparative advertising : effects of concreteness and claim substantiation through reactance and activation on purchase intentions

Bambauer-Sachse, Silke; Heinzle, Priska - 2018

Persistent link: https://ebvufind01.dmz1.zbw.eu/10011802926

Vergleichende Werbung für die Positionierung neuer Marken : Untersuchung der Werbewirkung mittels Strukturgleichungsanalyse

Kramer, Robert - 2017

Persistent link: https://ebvufind01.dmz1.zbw.eu/10011570378

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Vergleichende Werbung für die Positionierung neuer Marken : Untersuchung der Werbewirkung mittels Strukturgleichungsanalyse

Kramer, Robert - 2017

Book / Working Paper

Non-Comparative Versus Comparative Advertising of Quality

Emons, Winand - 2012

Two firms produce a good with a horizontal and a vertical characteristic called quality. The difference in the unobservable quality levels determines how the firms share the market. We consider two scenarios: in the first one, firms disclose quality; in the second one, they send costly signals...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10013113303

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Non-Comparative versus Comparative Advertising of Quality

Emons, Winand - 2012

Book / Working Paper

The effects of comparative advertising on young consumers’ perceptions : cross-cultural comparison between the United States and Taiwan

Muk, Alexander; Chung, Christina; Chang, En Chi - 2017

Persistent link: https://ebvufind01.dmz1.zbw.eu/10011729468

The ad format-strategy effect on comparative advertising effectiveness

Kalro, Arti D.; Sivakumaran, Bharadhwaj; Marathe, Rahul R. - 2017

Persistent link: https://ebvufind01.dmz1.zbw.eu/10011626406

Comparative Advertisement and Infringement of Trademarks : A Perspective from Consumers

Sharma, Apoorva - 2011

The last half of the past century has seen the rise in marketing strategy and the importance of advertisement as a necessary tool to sell products. Companies are ready to go to any length to make their product reach out to public in big way. From using a pug to having alien-like dressed people...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014043019

Professionals' view of comparative advertising and the scholarly research literature : a review and synthesis

Bread, Fred - 2016

Persistent link: https://ebvufind01.dmz1.zbw.eu/10011613164

Comparative advertising in the Czech Republic : an empirical study

Král, Petr; Machek, Martin; Karel, Tomáš - 2016

Persistent link: https://ebvufind01.dmz1.zbw.eu/10011668082

Non-comparative versus comparative advertising as a quality signal

Emons, Winand; Fluet, Claude - 2009

Persistent link: https://ebvufind01.dmz1.zbw.eu/10003807989

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Non-comparative versus comparative advertising as a quality signal

Emons, Winand; Fluet, Claude - 2008

Book / Working Paper

Non-comparative versus comparative advertising as a quality signal

Emons, Winand; Fluet, Claude - 2009

Book / Working Paper

Non-comparative versus comparative advertising as a quality signal

Emons, Winand; Fluet, Claude - 2008

Book / Working Paper

Non-comparative versus comparative advertising as a quality signal

Emons, Winand; Fluet, Claude - 2011 - Version: February 2011

Edition: Version: February 2011

Book / Working Paper

Negative campaigning, fundraising, and voter turnout : a field experiment

Barton, Jared; Castillo, Marco; Petrie, Ragan - 2016

Persistent link: https://ebvufind01.dmz1.zbw.eu/10011583874

Commercial free speech : evidence on the effects of mandatory disclaimers

Green, Kesten C.; Armstrong, J. Scott - 2011

Persistent link: https://ebvufind01.dmz1.zbw.eu/10009356644

Content analysis of comparative claims in drug advertisements

Boudewyns, Vanessa; Williams, Pamela A. - 2016

Persistent link: https://ebvufind01.dmz1.zbw.eu/10011620454

Die Bewertung humorvoll vergleichender und herabsetzender Werbung : Entwicklung eines interdisziplinären Testschemas zur Erhöhung der Rechtssicherheit

Hübenthal, Christian - 2016

Überblick über die Rechtslage und Rechtsgrundlagen zu vergleichender Werbung -- Wirtschafts- und werbewissenschaftliche Grundlagen -- Aufbau eines Testverfahrens zur Bewertung humorvoller Werbevergleiche -- Praxistest an früheren Urteilen.

Persistent link: https://ebvufind01.dmz1.zbw.eu/10013503472